The Ever-Evolving Marketing Industry

“Whatever happened to traditional marketing?”

If you’ve been working in marketing and advertising for more than a decade, you’ve probably asked yourself that question once or twice. The simple answer: data sophistication. Several decades ago, businesses and organizations had access to a short-list of techniques that could help them promote their businesses. However, today’s marketing industry is constantly evolving with data sophistication, and in order for clients to achieve success, individual agencies must do the same.

There was an era when advertising agencies merely matched a radio or TV station’s ratings with their demographics and then placed the ad schedule for their clients. As the industry evolved, media buying became super-categorized by market share, programming, demographics and more. With buyer profiles and habits, household incomes, and so much more, marketing professionals began to have the capability to tally quantitative and qualitative data for use in their clients’ marketing plans, strategies and campaigns.

The industry is currently experiencing the power of the internet, search engine optimization (SEO) and social media channels like Twitter, Facebook and Instagram, which can help marketing professionals target a diverse audience for clients. We now can learn about our audience’s online searching and buying habits, as well as social and engagement trends. These outlets have opened communication channels between brands and their audiences, keeping them totally connected 24/7.

Compared to all the data and statistics available these days, marketing research back then could be considered “cut-and-dried.” And over the next decade, even our current marketing strategies and techniques may seem ancient. That could seem a little intimidating, but there’s a reason why agencies like Yearick-Millea offer services to help businesses and brands make sense of this information in order to craft a successful marketing or public relations campaign. The industry is changing by the minute, and we are responsible for changing along with it.

5 Tips for Overcoming Writer’s Block

It’s no secret that public relations, marketing, advertising and other communications professionals write a lot. Here at Yearick-Millea, we work on a variety of writing assignments for clients, whether it’s in the form of press releases, social media posts, proposals, website content, blogs or slogans.

However, a writing assignment for a client could turn into a stressful experience if writer’s block hits. Instead of panicking, follow these five tips to help your ideas flow:

  1. Write down ideas—Carry a small notepad and pen with you so you can jot down notes and ideas as they come to you throughout the day, and be as detailed as possible. If you don’t want to carry anything extra, type ideas into your phone. When you’re ready to start writing, you can reference them. You might think an idea is too good to forget, but don’t risk it.
  1. Step away or sleep on it—If you don’t have an immediate deadline for the assignment, set it aside for a little bit. Eat your lunch or take a short walk break to clear your mind, or go to bed and start fresh in the morning (don’t forget to take note of ideas you might have during this time). The concept of stepping away should not be used as an excuse to procrastinate, though. Remember you’re taking a small break to help propel you in the writing process rather than simply trying to put it off until later.
  1. Organize your thoughts/ideas—Make an outline of the thoughts and ideas you’ve managed to compile. You might find that some are more cohesive while others don’t seem to fit. Focus on those that mesh well and start to build on them. However, you shouldn’t immediately discard the ideas that aren’t blending well. They might come in handy later on in the planning process when you have a better grasp on what you’re going to write about, or they might even be something you can work off of for a future project/assignment.
  1. Write—It might seem silly to tell someone to write when they’re having trouble writing, but this step can help get you into the practice of it. Start by writing freely about whatever comes to mind. Because these words aren’t intended for a client or publication, don’t worry about a specific topic or your grammar. You can also find other writing exercises online that can help get you in a creative mindset.
  1. Unplug—When you start writing, put your phone away, shut off email notifications and close all other tabs on your computer. A good writing streak could easily be broken by a minor distraction, which could bring back that writer’s block. WordPress and other applications have “distraction-free” features that block everything but your written words from the computer screen. Take advantage of similar functions if you find that you have a hard time focusing.

 What do you do when you have writer’s block? Share your ideas with us in the comments!

Our Favorite Pittsburgh Things: Downtown

The City of Pittsburgh is no stranger to receiving accolades—whether it’s being named the most livable city, one of the most affordable cities or one of the best cities for recreation.

This week, Livability’s 2015 list of the top 10 best downtowns in America revealed what we at Yearick-Millea already know—Pittsburgh is No. 1. Livability applauds Pittsburgh’s low vacancy rates, its walkable neighborhoods and its high concentration of cultural amenities, including many that have made our own favorites list:

We’re proud to work in this city! As always, continue to check back for more posts highlighting our favorite Pittsburgh things.

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